PETALING JAYA, Jan 23 — Inspired by the saying Qí Kāi Dé Shèng, which loosely translates to “flagging off to successful ventures”, Carlsberg Malaysia is heralding the Chinese New Year with a campaign it dubs “Probably the Most Victorious Year.”
The recent launch at 1Utama Shopping Centre, which was decked out in the auspicious and festive colours of red and green, saw some 500 guests in addition to the hundreds of shoppers in the mall.
They were treated to a lion dance and martial arts presentations as well as acrobatic pole jumping and 24-season drum (paired with an eight-foot giant drum) performances while enjoying authentic Chinese fare.
“It’s been our tradition to usher in the Chinese New Year by rewarding our consumers for their support and loyalty. This year is no exception. We are glad to flag off this CNY with these messages to all Malaysians — ‘Be Jolly Together’, ‘Abundance of Happiness’, ‘A Simply Satisfying Year’ and ‘Cheers!’/‘Yum Seng!’,” said Carlsberg Malaysia managing director Lars Lehmann as he unveiled the Chinese greetings by hitting giant replicas of four red bottle caps onstage.
In conjunction with the upcoming festival, Carlsberg is giving away RM6 million worth of prizes as part of the “Everyone Is a Winner”, “Probably The Best CNY Shopping Experience — You Shop, Carlsberg Pays” and Carlsberg’s red pull-ring can promotions as well as other consumer-related events at participating F&B outlets, supermarkets and hypermarkets.
Meanwhile, Carlsberg also celebrated a milestone at the event for having collected a record half a billion ringgit over the last three decades for schoolbuilding funds under its Top Ten charity campaign.
Aimed at raising funds for the development of Chinese education and schools nationwide, the community project is a collaboration between Carlsberg Malaysia and two Chinese dailies. To date, it has benefitted 650 schools.